How to spot warning signs in online reviews before Black Friday

Black Friday shoppers are being urged to treat polished online reviews with caution, as AI tools can produce convincing fake-sounding praise in seconds. A Dutch consumer-advice article published ahead of the 27 November sales day says patterns across reviews may be more revealing than a five-star rating on its own.

The article says Dutch rules have prohibited businesses from posting or commissioning fake reviews since 2022. Online shops must also explain whether and how they check that reviews come from people who bought or used the product. But checking large volumes of reviews can be difficult, particularly on marketplaces with many sellers.

Look for patterns, not a single giveaway

There is no foolproof way to tell whether a review is genuine, the article cautions. It suggests looking for vague praise that says little about the product, a sudden burst of reviews, repeated wording, uniformly glowing ratings or reviewer profiles with little history. Any one of these may have an innocent explanation; together, they may be a reason to look more closely.

AI-detection tools can offer another clue, but the article says their results are indications, not proof. A customer may have used AI to help write a review without making the experience itself false. The advice is to weigh any checker result alongside review patterns and comments on other platforms.

For shoppers concerned about a purchase, it also recommends checking an independent review site, verifying that the shop lists a physical address and Dutch Chamber of Commerce registration number, and reading critical reviews before ordering. With Black Friday promotions designed to encourage quick decisions, taking time to compare sellers and products can help avoid a rushed purchase.

The advice complements earlier Dutch consumer guidance on checking prices before Black Friday discounts appear.